Baku — August 27, 2025
This November, Azerbaijan will host the China Visitor Summit in Baku, marking the first time the leading B2B platform for Chinese buyers and global destinations takes place in the country. The event, held annually for over a decade, brings together top Chinese tour operators and international partners.
Speaking at a training session titled “Preparing for the Chinese Tourism Market”, Azerbaijan Tourism Bureau Chairman Florian Sengstschmid said 50 leading Chinese buyers would attend workshops, B2B meetings, and familiarization trips across Azerbaijani regions.
The initiative coincides with a broader outreach campaign in China. This autumn, Azerbaijan will stage two large-scale roadshows across eight cities, including Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, and Chongqing. The Tourism Bureau also plans to open a permanent office in China to strengthen its brand presence as “Destination Azerbaijan.”
China Ready Program
On August 27, Azerbaijan unveiled its participation in the international China Ready program — a certification system officially recognized by China’s Ministry of Culture and Tourism. The program, active in 53 countries, is designed to help destinations adapt to the specific needs of Chinese travelers, from Mandarin-speaking guides and UnionPay payment systems to culturally tailored services in hotels and restaurants.
More than 100 representatives from Azerbaijan’s tourism industry — including hotel staff, transport companies, guides, and airport employees — will undergo training. Graduates will be certified and provided with regular updates on Chinese tourism market trends.
Booming Market
China is the world’s largest source of outbound tourism, and Azerbaijan is seeking to capture a greater share. According to official data, 44,798 Chinese citizens visited Azerbaijan in 2024 — a 93 percent increase compared to 2023. In the first seven months of 2025 alone, arrivals exceeded 34,000, up 56 percent year-on-year.
Tourism officials say Azerbaijan’s unique mix of cultural, health, business, and adventure travel makes it an attractive destination. “The visa-free regime is a key factor in boosting arrivals,” Sengstschmid noted. “The challenge now is ensuring our partners are fully prepared to meet the expectations of Chinese travelers.”
Deputy Chairman of the Tourism Bureau Javanşir Bayramov added that stability and safety are highly valued by Chinese visitors, while strong digital promotion through Chinese social media and online travel platforms is helping raise Azerbaijan’s profile.
Executives from China Travel Online stressed that demand extends beyond tourism, noting opportunities for Chinese companies in sectors such as renewable energy, where major firms like Huawei already operate in Azerbaijan.
With the upcoming China Visitor Summit and the rollout of China Ready, Azerbaijan is positioning itself as a rising destination for the world’s largest travel market — and as a bridge between the South Caucasus and East Asia.
